Chrysler Brand Launches “Hero” Campaign for Hispanic Market

What: Chrysler unveils its' latest brand campaign “Hero,” specifically developed and created for Hispanic market, for the all-new minivan Chrysler Pacifica.Why it matters: Spot will air in top Hispanic markets including Chicago, Dallas, Houston, Los Angeles, Miami and more.

The Chrysler brand is launching a new campaign to share key features of the all-new Chrysler Pacifica with Hispanic customers.

“Hero” is a 30-second commercial featuring Pablo, a young boy attempting to impress the girl next door. Pablo utilizes Pacifica’s functionality, versatility, technology and bold styling to make the ride to school with his neighbor much more special. “Hero” will run across television, digital and social channels and will be also available on the Chrysler brand’s official YouTube channel.

The campaign will air in top Hispanic markets including Austin, Chicago, Dallas, Houston, Fort Myers, Los Angeles, Las Vegas, Miami, New York, Orlando, Phoenix, Sacramento, San Antonio, San Diego, San Francisco, Tampa and West Palm Beach.

The growth of the U.S. auto industry is largely driven by multicultural sales and Latinos have a high affinity for the minivan segment.

“We built the all-new 2017 Chrysler Pacifica with kids in mind – and for the moms and dads who perform superhero feats every day – by designing a minivan with more than 100 available safety and security features to transform the minivan segment,” said Tim Kuniskis, Head of Passenger Cars, Dodge, SRT, Chrysler and FIAT, FCA – North America. “With a full array of comfort and convenience technologies, including hands-free sliding door, Uconnect Theater, ParkSense Rear Park Assist and our exclusive Stow ‘n Go, the Pacifica’s ‘super’ powers give parents and children the ability to play the role of hero in their everyday life.”

“Advertising to multicultural consumers is a high priority for our company,” said Juan Torres, Head of Multicultural Advertising, FCA US LLC. “Today, U.S. auto industry growth is largely driven by multicultural sales and Latinos have a high affinity for the minivan segment. Our campaign is tailored for bicultural Latino families and we use humor and an endearing story to showcase the unique features that make Chrysler Pacifica the 'hero' of all minivans.”

Chrysler’s “Hero” campaign was made in conjunction with Alma DDB. UM/Identity is Chrysler's Media Buying Agency.

Two years ago, the large-format retail store chain Curacao, headquartered in Los Angeles, began to send out automated emails based on customers’ interactions on Curacao’s website. The results have proven impressive, and Curacao plans to roll out new features offered by its automated emailing tool in the coming months.